This work identifies, analyses and evaluates major differences along the supply chain between business-to-business (B2B) marketing and consumer marketing (B2C) in terms of companies involved in the production and trade of fast moving consumer goods (FMCG). This work focuses on the marketing-mix concept, external aspects of marketing and examines aspects concerning the competitive environment.
This work mainly focuses on marketing activities along the supply chain of the brand SCHWARTAU. SCHWARTAU is a brand of food products (marmalade) by the company SCHWARTAUER WERKE GmbH. The company is located in Bad Schwartau, Germany and sells its products all over Europe with focus on Germany and mainly other Western European countries.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Fast moving consumer goods (FMCG)
- The supply chain and B2B marketing
- PEST-Environment
- Political / legal influences on B2B and B2C markets
- Economic influences on B2B and B2C markets
- Social influences on B2B and B2C markets
- Technological influences on B2B and B2C markets
- The marketing mix
- Pricing strategies
- Promotion
- Place
- Product policy
- Branding strategies
- Goods on B2B and B2C markets along the FMCG value chain
- Packaging
- Competition on B2B and B2C markets
- Competition on B2B markets (SCHWARTAU example)
- Competition on B2C markets (SCHWARTAU example)
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This work aims to identify, analyze, and evaluate key differences in the supply chain between business-to-business (B2B) marketing and consumer marketing (B2C) in the context of fast-moving consumer goods (FMCG). The focus is on the marketing mix concept, external marketing aspects, and the competitive environment. The work specifically examines marketing activities along the supply chain of the SCHWARTAU brand, a manufacturer of marmalade products based in Germany.
- Marketing mix differences between B2B and B2C in the FMCG sector
- External marketing factors influencing both B2B and B2C markets
- Comparative analysis of the competitive landscape in both B2B and B2C markets
- Application of the PEST framework to understand external environmental influences
- The role of supply chain management and collaborative planning in B2B and B2C
Zusammenfassung der Kapitel (Chapter Summaries)
The initial chapters provide an overview of FMCG products and the supply chain dynamics related to B2B and B2C marketing. The work then delves into a PEST analysis, highlighting the key political, economic, social, and technological factors that influence both B2B and B2C markets within the context of FMCG. The focus on SCHWARTAUER WERKE, a German-based FMCG company, allows for concrete examples and analysis of the marketing mix elements – price, promotion, place, and product. The discussion explores different pricing strategies, promotional approaches, distribution channels, and product policies specific to both B2B and B2C markets. Finally, the work concludes by analyzing the competitive landscape within both B2B and B2C markets, drawing on the example of SCHWARTAUER WERKE.
Schlüsselwörter (Keywords)
The key terms and concepts explored in this work include: Business-to-business (B2B) marketing, Consumer marketing (B2C), Fast-moving consumer goods (FMCG), Supply chain management, PEST analysis, Marketing mix, Pricing strategies, Promotion, Place, Product policy, Branding strategies, Competition, Decision Making Unit (DMU), and collaborative planning, forecasting, and replenishment (CPFR).
Frequently Asked Questions
What are the main differences between B2B and B2C marketing in the FMCG sector?
The work analyzes differences along the supply chain, focusing on the marketing mix, decision-making units (DMU), and competitive environments specific to fast-moving consumer goods.
How does the PEST framework apply to the FMCG market?
The PEST analysis examines political, economic, social, and technological influences that shape both business-to-business and business-to-consumer markets.
Which company is used as a primary case study in this work?
The marketing activities and supply chain of the German brand SCHWARTAU (Schwartauer Werke GmbH), known for its marmalade products, are used for concrete analysis.
What role does packaging play in B2B versus B2C markets?
Packaging is discussed as a key element of product policy, with varying strategic importance depending on whether the target is a business partner or an end consumer.
What is CPFR and why is it relevant here?
Collaborative Planning, Forecasting, and Replenishment (CPFR) is explored as a method for supply chain management and collaborative planning between businesses.
How do pricing strategies differ between B2B and B2C?
The work explores different pricing approaches and promotional strategies tailored to the specific requirements of professional buyers versus individual consumers.
- Quote paper
- Hauke Barschel (Author), 2004, B2B versus B2C Marketing - Major Differences Along the Supply Chain of Fast Moving Consumer Goods (FMCG), Munich, GRIN Verlag, https://www.grin.com/document/28000
